Marketing Research Consumer Preferences for the Analog Meat Product Development


Anna A. Makarova, Olga V. Pasko


Nowadays, in order to ensure high product competitiveness, manufacturers must not only ensure that they meet the regulatory and technical documentation requirements, but also develop conceptual ideas and solutions that consider account consumer wishes, anticipate and quickly react to changes in product quality requirements. One of the latest modern trends is the production and consumption shift from animal protein to the prospective use of its plant and alternative sources. The article presents the study results of consumer preferences for the analogue meat products development: at the first stage, the authors determined the target consumer portrait; at the second stage, they studied consumer quality requirements for the analogue meat semi-finished products. According to the marketing research analysis results, the following indicators play a major role in setting the objectives for the expected product quality: acceptable price, product composition (all-natural ingredients), its usefulness and safety. Many respondents in the survey note that in grocery stores that do not specialize in food from vegetable raw materials, there is quite a small selection of vegetable semi-finished products. Its assortment consisted mainly of dumplings, pancakes and vegetable semi-finished products in the form of mixtures for preparing side dishes or vegetable cutlets. However, if there are analogue meat products in the store, the majority of respondents considers the possibility of purchasing it.


survey; consumer market; respondents; analogue meat products; consumer categories; consumer preferences; vegetarianism and veganism

For citation: Anna A. Makarova, Olga V. Pasko. Marketing Research Consumer Preferences for the Analog Meat Product Development. Индустрия питания|Food Industry. 2020. Vol. 5, No. 2. Pp. 21–28. DOI 10.29141/2500-1922-2020-5-2-3